4. @jonobean
”Right now, Marketing & Communications
as a function is at an inflection point
between what we’re comfortable with, what
we have permission to do, and what’s
possible.”
Eduardo Conrado
SVP and Chief Innovation Officer Motorola Solutions
@jonobean
12. EPA announces fines against Volkswagen,
says it cheated on emissions test
VW haults sales of certain diesel vehicles;
stock is down 15 points by Monday
NYC law firm files class action lawsuit on behalf of
owners and leasees impacted by ”defeat device”
VW confirms 11 million diesel
cars worldwide include ”defeat
device” software
VW CEO Martin Winterkorn announces
resignation Wednesday morning
14. @jonobean
We are in the trust business
…but trusted sources are changing
Online Search Engines 72%
Traditional Media 64%
Hybrid Media 63%
Social Media 59%
Owned Media 57%
@jonobean Source: 2015 Edelman Trust Barometer
15. @jonobean
And so are the people we trust online
72%
70%
60%
My friends and family
An academic expert
Companies I use
Trusted
53%
52%
A journalist
Employees of a company
Neutral
46%
45%
40%
34%
32%
A company CEO
A well-known online personality
Elected officials
Celebrities
Brands I don’t use
Distrusted
Source: 2015 Edelman Trust Barometer@jonobean
22. The importance of PESO
Authorty
Optimized content
Shareable content
Engaging content
Paid media
Facebook sponsored post
Adwords
Sponsored tweets
Twitter cards
Lead generation
Authority
Affiliate
Brand Ambassadors
Sponsored content
Native advertising
Content
Create from experts
Employee stories
Customer stories
User-generated content
Reviews
Brand journalism
Webinars, videos & podcasts
Publicity
Media relations
Blogger relations
Investor relations
Influencer relations
Influencer engagement
Response to detractors
Detractors turned to loyalists
Loyalists turned to advocates
Partnerships
Charity tie-ins
Community service
Co-branding
Socila media
Facebook
Twitter
LinkedIn
You tube
Pinterest
Instagram
Periscope
EARNED
Media
SHARED
Media
OWNED
Media
PAID
Media
23. • working across more areas than before
• creating more content with the same budget
• identifying and reaching the right audience
• working out where to dedicate limited resources
• quantifying ROI
5
of the biggest challenges
communicators face
33. The power of the content hub and email
73%
of views in newsroom content
(photos, documents) and
historic content
27%
views of September
stories
@jonobean
34. Engagement
3,045 emails sent
29% open rate
7% increase on industry
standard of 22%
403 social shares
78% Facebook
22% Twitter
1m :40s average Dwell time
1.6 pages per visit
35. Story highlights
Average distribution
to 436 contacts
(16% of total network)
Top 3 stories had
33%, 32% and 30%
open rate
Excellent targeted
email list usage
Total MND
network value is
2,663 contacts
36. In the age of Content Shock
we need to care about
the elite 2%
@jonobean
37. @jonobean
Total Audience MND contacts
= 2,663 (100%)
Audience You Engage with
= 436 (16%)
Audience that engage with you
= 129 (5%)
Alfa Audience - continual engagement
= 44 (2%)
Red Cross MND:
Influencer Email Alpha Audience
38. @jonobean
Red Cross Email Alpha Audience
4 %
9 %
18 %
29 %
40 %
Redcross employees Journalists
Individuals /
suppliers
Through individual email distribution
analysis:
20% of all openers are at internal
redcross.se
(5% Alpha Audience)
10% are policy makers @riksdag.se
(9% Alpha Audience)
Editorials
Policy makers
46. Your 5 Takeaways
1. Focus on what builds trust in your organisation
2. Marry Brand Purpose with Commercial Purpose
3. Put PESO at the heart of your strategy
4. Don’t let data bury your brand experience
5. Find your alpha audience – the 2% that care
@jonobean
47. Its time to “Think Different” otherwise you will
become irrelevant
Its time to “Think Different”
otherwise you will become
irrelevant
@jonobean
91. Lär er inte ”digitalt”. Lär er hantera förändring.
Utse en framtidsminister.
Glöm best practice, gör bara new practice.
Gör en lista på vad ni ska börja med, sluta med och fortsätta med.
Fråga alltid: vilket problem kan vi lösa åt våra kunder?
Hjälp er ledningsgrupp att fundera på vilken bransch ni ska verka inom.
Jobba med en byrå som utmanar er och fokuserar på värde och varumärke.
Säg inte till chefen: nu måste vi göra om allt.
Säg till chefen: vi behöver testa några nya saker.
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